ANALYTICAL HIERARCHY PROCESS APPROACH ON CONSUMER PREFERENCE OF TOYOTA AGYA, DAIHATSU AYLA, HONDA BRIO IN MANADO
ABSTRACT: The automobile
industry in Manado has grown rapidly. So many type of car launched to fulfill
the customer need for their daily mobility. Follow the current situation, where
price of fuel increasing continously, and pollution level has increase day by
day, the car producer react by launched a several type of small car. The
purpose of this research are to determine which criteria in the small car is mostly
selected by customers and to define which small car that customers like the
most. This research used Analytical Hierarchy Process (AHP) to compare each
small car. The respondent is 40 people and this research using purposive
sampling.The respondent of this research is the people that has an experience
ride or drive this three small cars. The result shows that Toyota Agya become
the most preferred small car by the consumer, followed by Daihatsu Ayla and Honda Brio in the last place. Thus,
recommendation for Daihatsu Ayla and Honda Brio management as the competitors
of Toyota Agya, have to improve their vehicle performance,in order to attract
more customer, especially for some criteria that make customer tend to choose
Toyota Agya.
Author: Agnes Maria Handoko
Journal Code: jpmanajemengg150072
